The first FCA Heritage social media weekend, which began last Friday on its Instagram and Facebook channels, has been marked by a significant number of interactions. The two new accounts – the identity of FCA Heritage on social media, giving details of locations, services, activities and events – have already exceeded one million views. The new official pages also make plenty of room for the stories of the characters and cars that have made the department’s brands great. Users and fans can also interact directly with the FCA Heritage team, by sharing images and experiences of their vintage cars.
A journey through time on the roads of Italy
The new social media channels debuted in a symbolic week, the week of the Festa della Repubblica (Republic Day, the Italian National Day), a reaffirmation of the connection between Italian culture and the Department’s four brands: Alfa Romeo, Fiat, Lancia, and Abarth. The launch strategy focuses on the theme of travel and the journey taken by FCA Heritage on social media. Travel and Italian culture are the crux of the debut video and its evocative journeys through the hills of Piedmont, Emilia Romagna and Tuscany, and at the Balocco test track. These epitomes of the Italian landscape host four creations chosen for their symbolic value in the history of the brand they represent.
Alfa Romeo Giulietta Sprint, Fiat S61, Lancia Aurelia B20, Abarth 2400 Coupé
The four cars are: the Alfa Romeo Giulietta Sprint (nicknamed “la fidanzata d’Italia” (“the girlfriend of Italy”) in the 1950s, a magnificent coupé designed by Franco Scaglione for the Bertone body shop); the Fiat S61 (the mighty Grand Prix car of the early 20th century: the model shown triumphed at the 1912 American Grand Prize and was restored by the expert technicians at FCA Heritage); the Lancia Aurelia B20 (the coupé version of the first car in the world to be fitted with a V6 engine and the forefather of the concept of “Granturismo”, later to become a beacon of Italian car culture); and the Abarth 2400 Coupé (Carlo Abarth’s personal car, made in a limited edition by the Allemano body shop on the instructions of the Scorpion brand’s founder).
A passion in constant growth
In parallel, the pages for the four brands – Alfa Romeo, Fiat, Lancia and Abarth –have each published a longer video on their iconic car, inviting their respective communities to follow the new FCA Heritage page. The Italian fandom has grown steadily both online and in real life: over 32 million Italians have gladly attended historic motoring events in the last decade. Not only that: the official FCA Heritage YouTube channel has been live since 2016 and has racked up more than 8 million views.